Tata Motors has revealed a bold five-year strategy to strengthen its product portfolio across critical price bands, especially in the Rs. 10–20 lakh segment and premium SUV category. Backed by a Rs. 33,000–35,000 crore investment, the company plans to introduce 30 new passenger vehicles by FY2030, including seven all-new nameplates.
The company is shifting from a volume-centric strategy led by Nexon and Punch to a more diversified approach targeting specific user needs. Tata aims to boost its presence in key under-penetrated segments like urban compact EVs, midsize family cars, lifestyle SUVs, and premium electric vehicles.
Upcoming launches include:
Tata is also exploring range-extender hybrid SUVs (REX/REV) for the 2027–28 period to tackle emerging demand in premium petrol segments.
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This price band is a key growth area for Tata Motors, where it currently has limited options. New products like the Nexon successor and all-new Sierra are aimed directly at increasing market share against rivals like Hyundai, Mahindra, and Toyota.
To challenge Mahindra in the Rs. 20 lakh+ SUV space, Tata is working on a new platform to underpin the future Harrier and Safari. These models could grow by 100–200 mm in length and get bold new designs, 4WD capabilities, and advanced digital features.
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Tata Motors is restructuring its EV portfolio with a three-tier approach:
Each tier will offer two products, following a “2-2-2” strategy to address diverse customer needs. The Avinya brand will anchor the premium EV portfolio from 2027, built on a Gen-3 EV platform with long range, ultra-fast charging, and next-gen software.
Key EV launches:
Tata aims to retain EV leadership with a 50% market share target, after falling to 35% in May 2025.
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Tata Motors is also developing software-defined vehicles (SDVs) under a new ‘Tidal’ architecture. This includes centralized computing, OTA updates, and advanced ADAS tech, developed in collaboration with Desay SV, Tata Technologies, Tata Elxsi, and TCS.
The brand is investing heavily in charging infrastructure, targeting 4 lakh chargers by 2030, including 500 megachargers. Home and workplace charging convenience is also a key focus area.
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While hatchback sales had slowed down, refreshed versions of the Tiago and Altroz are helping regain traction in the affordable car space.
To support these major initiatives, Tata Motors has set a 10% EBITDA margin goal across PV and EV divisions. It also plans to expand its sales and service network to improve customer experience across segments.
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With 30 upcoming models, major EV innovations, and a strong Rs. 35,000 crore investment, Tata Motors is preparing to reshape its presence across India’s fast-changing automotive market. The brand’s renewed focus on premiumisation, software-driven tech, and segment diversification could help it achieve its ambitious 18–20% market share target by FY30 and close the gap with top competitors.
Source: Autocar Professional
